UK lifestyle clothing brand Weird Fish has reported that its overall ecommerce revenue nearly doubled year-on-year as it took £21m in 2021, compared to £12m in 2020.
It comes as it reported revenues of £7m online in November alone, more than the whole of 2019, after “ramping up its digital investment focus”.
Meanwhile, overall sales also exceeded £35m – a 71% uplift compared to 2020.
As part of its digital investment, Weird Fish has been “continually improving” its website which saw its biggest year of traffic to date last year, with over 13 million visits and 74 million page views.
The brand launched a new click and collect service and a new blog in 2021, as well as introduced new payment methods and a live chat facility. Weird Fish also ventured into TV advertising for the first time in its history, with its marketing video content doubling in 2021.
John Stockton, managing director at Weird Fish, said: “Our digital overhaul has been central to Weird Fish’s success, and helped establish the brand as a digital leader and innovator in the retail industry. Online demand has continued to skyrocket since the pandemic, so we knew we needed to remain agile and adapt our channels to continue being relevant and appealing to our customers.
“Understanding our customer needs has been central to informing our digital investment strategy, so our customer data and experience management platform, Exponea has been essential in helping us gain high-quality audience data.”
He added: “Our team’s resilience continued to pay off throughout 2021 as we fought our way through endless challenges, from supply chain disruptions to sky high shipping costs.
“Despite it being another exceptionally difficult year for the retail industry, we are proud to have celebrated another record-breaking year and are ready to face new and exciting challenges and opportunities in 2022.”